With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral components. Grounded in the uses and gratifications theory and the theory of planned behavior, this study investigated utilitarian motives, hedonic motives, experiential motives, attitudes, subjective norms, perceived behavioral control, purchase intention, and purchase behavior among mobile grocery app users in South Korea. As an additional analysis, a comparison between users and non-users of mobile grocery apps was implemented. The results showed that the utilitarian motives of grocery app users significantly influenced attitudes, attitudes and subjective norms influenced user intention, and user intention influenced grocery purchase behavior. Users showed statistically higher utilitarian motives, hedonic motives, and attitudes than non-users. The results suggest that South Korean consumers hold positive attitudes toward mobile grocery shopping and that the opinions of others may influence the decision to use the services. Mobile groceries in South Korea may have the potential for continued growth if individuals’ perceived control of the service improves. Implications and suggestions for future research are discussed.

中文翻译：

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移动杂货购物应用程序的使用：韩国消费者的动机和决策过程

随着在线杂货交易市场的复苏，许多消费者正在使用移动应用程序购买杂货。尽管过去的研究是针对在线杂货购买进行的，但很少有人在结合了动机需求和行为成分的概念模型中测量移动应用程序用户。本研究以使用和满足理论和计划行为理论为基础，调查了韩国移动杂货应用用户的功利动机、享乐动机、体验动机、态度、主观规范、感知行为控制、购买意愿和购买行为。作为额外的分析，我们对移动杂货应用程序的用户和非用户进行了比较。结果表明，杂货应用用户的功利动机显着影响了态度，态度和主观规范影响用户意图，用户意图影响杂货购买行为。与非用户相比，用户在统计上表现出更高的功利动机、享乐动机和态度。结果表明，韩国消费者对移动杂货购物持积极态度，其他人的意见可能会影响使用该服务的决定。如果个人对服务的感知控制得到改善，韩国的移动杂货可能有持续增长的潜力。讨论了对未来研究的影响和建议。结果表明，韩国消费者对移动杂货购物持积极态度，其他人的意见可能会影响使用该服务的决定。如果个人对服务的感知控制得到改善，韩国的移动杂货可能有持续增长的潜力。讨论了对未来研究的影响和建议。结果表明，韩国消费者对移动杂货购物持积极态度，其他人的意见可能会影响使用该服务的决定。如果个人对服务的感知控制得到改善，韩国的移动杂货可能有持续增长的潜力。讨论了对未来研究的影响和建议。